Chapter 4. The Marketing Environment

Ferrari is known for luxury and high cost in cars. They have a set of unique cars compared to their competitors (ex. Lamborghini, Audi, Nobel) to which you will know instantly it belongs to Ferrari by the way its designed on the outside to comfort the drivers. Ferrari's target marketers want one message to be heard how big it is on brand value and product value. It targets the more higher class audience by the price range it sets but not like any other auto company it only makes  certain amount of cars to be sold on the market.

They not only try to target us as car owners/drivers to get their car but compare it to today's technology that we all use, a cell phone. They quote it as " Two iconic brands, One passion" stating to the public that they are technology friendly.
Ferrari's social factors include having a positive attitude in toward selling to the people, making sure that their buyers know the reason why they want to get the product, what makes it unique?
The prices are expensive for Ferrari but in order to get a product that lasts a decade and more you will have to be willing ti pay the price of a long time product.
Customers can purchase a Ferrari at a Ferrari store( almost one in every big state) , or their online site and even internationally Ferrari has grown all over, expanding their name to be known.

Ferrari's demographic factors are somewhat shown in their products. Their product is efficient for anyone  of any age, race, ethnicity and location. They believe in making their product capable for the streets of new york to the smooth long hot roads in Florida all the way to Europe where they have perfect roads with no marks. This gives a strong message to buyers in any place that their product can work anywhere.

Now what happens when the Economic factors kick in. Incomes, inflation and recession don't stand strong against Ferrari. With its well reputation Ferrari takes a risk in making cars so that their customers are satisfied and understand the quality they use in their cars.

Technological factor is well used with Ferrari. In order for them to supply you with the product they advertise they need the best technology not only to put it together but to make the car as safe and friendly as possible to their customers. They check every tire, every engine, every muffler to make sure that they are equip with the best.